Finally, the second city gets the Apple Store is truly deserves. Praise for a consumer electronics store may sound strange to non Apple users, but for those of us sporting an iPhone or a Macbook, these are essential centres for support.
The New Street Apple store has taken over the Grade II listed former bank, formerly home to Waterstones flagship Brum store. They've removed the inelegant mezzanine, and restored the building to its true glory. It's a beautiful edifice that despite its grandeur still conforms to the simplicity that Apple personifies. The ground floor of the building is an entirely open air affair, the only adornments being several product prints on the south facing interior wall. Other than that, you'll find many tables about filled with their full product range for demonstration purposes. With no many demos on the floor, I was able to play around with the new iPhone 7 and 7 Plus without navigating a crowd. The upstairs features room for workshops and meetings, while the basement houses their accessories, including headphones, cases, and more.
This store is a replacement for the cramped one in the Bullring. The new store is nearly five times larger than the original store. One of the common complaints of the former store was how impossible it was to get service or even speak with an Apple staff member. As of this opening week, staff levels are high, and despite crowds when I first visited, there were enough staffers around for some to be idle. This will bode well in the future if these staffing levels are kept up, especially if a customer needs to get in and out in a hurry. At the old store, obtaining a genius bar appointment within at least a week if not more was next to impossible. When my iPhone stopped working earlier this year, there was a three week lead time for appointments, even though I could book a next day appointment in Solihull. Although my phone is working fine now, I investigated the workshop calendar and genius bar support calendar on Apple's website for the New Street store. I am happy to say that at least for now, there is availability in all areas.
The New Street Apple store has started off running with impressive staffing levels in a grand building that is the perfect showcase for the brand. Branching out from the Johnson-era brushed aluminium stores has allowed Apple to make one of city centre's treasures shine. read more